JBL’s latest Destination Anywhere Tour campaign is a virtual road trip intended to take users on a multiple band concert tour. To support this campaign, Firstborn created an online experience and drew inspiration from the print ads to create a 3D modeled, well-traveled guitar case -- a visual pillar that serves as the main navigation for users to move through the site.

By peeling back various stickers on the guitar, the user can access key product information, zoom in on crisp beauty shots and purchase the featured products.